Levi’s is the latest brand to enjoy social media success by utilising a more personable approach. Following the success of its 'Levi’s Guy' social media spokesman, the brand has just announced the appointment of a female counterpart, to be known as 'Levi’s girl'.
Our analysis shows that Levi’s Guy has been able to build engagement with consumers by creating a conversational, two way discussion. The Levi’s Guy is able to answer questions from consumers in a personable manner.
However, our research shows that the possible downside of a personal relationship with consumers is that discussion is not focused on the brand. Less than half of the discussion created by Levi’s Guy was related to the brand.
- Many brands are using personalities to engage with consumers on social media: A number of high profile campaigns have utilised the personal engagement of a particular character or person, most notably Old Spice with its viral campaign last month. Other brands to humanise their social media include Dominos and the NBA
- Levi’s Guy is the face of Levi’s social media activity: Known simply as Gareth, Levi’s Guy was appointed by the brand last year. He posts announcements about competitions and promotions on YouTube and manages questions about the brand through his personal Twitter account. He also has his own YouTube channel, which has over 100,000 views
- The brand has just appointed a female counterpart: Following the success of Levi’s Guy, the brand has just appointed a female counterpart, to be known as “Levi’s Girl”. The appointment followed a social media competition to fill the position. Levi’s Girl will begin work in September.
- People engage in conversational discussion with Levi’s Guy: The brand is able to create a two way conversation with its consumers. People ask Levi’s Guy questions about different aspects of the brand for example, one consumer asks him what the soundtrack is to a recent Levi’s advert, another asks about locations where Levi’s products can be bought. Many ask customer service related questions and are grateful when they are promptly answered. One thanks Levi’s Guy on Twitter, saying “Huge props to @Levi’s Guy for a quick reply to my customer services question”. Another describes him as “a super helpful and informative guy at one of the greatest companies”
- Many consumers discuss promotions with Levi’s Guy: In particular, consumers discuss the “walk across America” video. They comment on how many times they have watched the video and say that it is “amazing work”. People tell Levi’s Guy that it's the “best ad campaign in years”. Other promotions are also discussed, for example a promotion that highlights the value of “real workers” is discussed by Levi’s Guy through his social media channels
- Some discussion focuses specifically on Levi’s products: People tell Levi’s Guy about product suggestions, such as a “nice duffle” as well as discussing products in the current range. Levi’s Guy converses with consumers about the most comfortable jeans in the product range, their favourite style of jeans and how often products should be washed. For example, when asked by a customer how often she should wash her new jeans, he replies “trust me... Levi’s should never be washed”
Our analysis shows that around half of the discussion generated by Levi’s Guy relates specifically to the brand, but over 50% is directed at the person, rather than the brand:
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- Much of the discussion is about Levi’s Guy, rather than Levi’s: Many people comment about the person, rather than the brand. For example, one user posts that “Levi’s Guy is having my baby”, another says that he is “really cute”
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